GA4 Event Tracking

Jellyfish Training
2023

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 Senior Analytics & Optimization
Ash Zielke
Hi, I’m

Manager
GA4 EVENT TRACKING

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Upcoming Sessions

■ Some reruns, plus new content.

10 MAY 19 MAY 31 MAY 14 JUNE 28 JULY 18 AUGUST

Setting up Deep Dive Event Migrating UA Overview of Campaign

your GA4 GA4 & Tracking: Looker Studio Google Tag (UTM)
Reporting Visualisations Testing and Reports to Manager tracking
Library Debugging GA4 (GTM)
How to set up your own Advanced techniques Understanding event Looker functionality A non technical For users who want to
GA4 reporting library, including funnels, path tracking and testing has changed with GA4 breakdown of of what understand web
based on common analysis and will allow you to QA data connection. We’ll it is, why it is useful, campaign performance
government reporting segmentation. your own data and cover navigating these and how it can be used using GA4 data.
requirements. better identify and changes, and best to enrich GA data.
resolve data quality practice advice in
issues. working with GA4 data
in Looker.
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Session Breakdown

10:00am Introduction, agenda, housekeeping 10:25am Custom Dimensions

10:05am What are events? 10:30am Creating Events in the User Interface

10:10am How are events configured? 10:40am Testing events

10:20am What events are on my site? 10:55am Q&A

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 GA4 Refresher
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Where did all my reports go?

Google Analytics 4 isn’t ■ New suite of reports

an upgrade to Universal
■ Updated metrics
Analytics.
■ Revised approach to event
It’s a completely tracking

different model of web ■ And most importantly, GA4 is

analytics. built with a different data
measurement model -
apples to oranges!

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 What are events?
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What are events?

Google Analytics measures user interactions with your website or app using
events.

Events are any user action on your site/app which is tracked in GA4.

These often include link clicks, downloads, video plays, or form submissions, and
more, that we will analyse in GA.

Events allow you to understand how users interact with your website or app and
what actions they take.

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 If you are using the paid version of GA, known as
GA360, your billing may be impacted by the
volume of events (hits) in your GA4 properties.

E.g. More events = more hits processed by GA =

(maybe) more cost. Be aware!

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Universal Analytics events vs Google Analytics 4

In Universal Analytics, data is In a Universal Analytics is captured in a

built upon hits of various types: property,
a hit type ...
Google Analytics 4 property as
an...
page hits, event hits, ecommerce
hits, and social interaction hits, Page View Event

and so on. Event Event

Google Analytics 4 simplifies this Social Event

by making all data event-based. Transaction/e-commerce Event

This means any interaction can
be captured as an event.
User timing Event

App/screen view Event

Source: Google

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We’ll look at how they are configured, and how they can be
used in the GA4 interface
E.g. Example below shows pages on my site ranked by most email_click events

These are again typically configured in

GTM.

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Google Analytics 4 event tracking schema

Rather than have Event Categories, Actions and Labels all events can have up to
50 text and 50 numeric parameters associated with them for contextual
information. The below is sample data only. Your tracking may not look like this.

Custom parameters

Time to Contact
Event name Page title Name Location Duration Format
complete Preference

page_view About Us

Meet the 1:40

video_play About Us Body Email YouTube
team

form_complete About Us Contact us Footer 00:50

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Events - GA Universal Analytics vs GA4

Google Analytics Universal Analytics Google Analytics 4

Each event fires with up to 4 parameters: Events are fundamentally just counters and display as
such in event reporting.
event_category - group of events

event_action - action that took place

But can be contextualised with customisable
event_label - additional context parameters, which are key-value pairs.
event_value - quantitative value if needed

Example: Example:

event_category = Video Event: video_play (counter)

event_action = play Parameters: video_name = My Cool Video

event_label = My Cool Video

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 How are events
configured?
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There are three categories of events in GA4

■ Automatically collected events, as the name implies, are automatically

collected. You just need to add a GA4 tag to your site.

These two typically utilise GTM:

■ Recommended events are implemented yourself, following Google’s

predefined names and parameters.

■ Custom events are everything else!

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Automatically collected events - required

■ As the name suggests, automatically collected events come out-of-the-box.

Some of these events form the backbone of GA4 data collection, and cannot
be turned off. Eg. for web below. Read more here.

Event Automatically triggered... Parameters

first_visit the first time a user visits a website or launches an Android instant app with Analytics enabled

session_start when a user engages the app or website. A session ID and session number are generated automatically
with each session and associated with each event in the session. Learn more

page_view each time the page loads or the browser history state is changed by the active site page_location (page URL),
page_referrer (previous page URL),
engagement_time_msec

user_engagement when the app is in the foreground or webpage is in focus for at least one second. Learn more engagement_time_msec

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Automatically collected events - optional

■ Some automatic events use GA4’s

enhanced event measurement
options. The enhanced measurement
events are enabled by default, but can
be turned off (except for page views).

■ To check what enhanced

measurement events are enabled,go
to Admin → Data Streams → Select
relevant stream → Click the cog next
to Enhanced Measurement to
enable/disable events.

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Automatically collected events - optional

Why might you want to turn some of these off?

■ Some event types may not be relevant to your website. E.g. If my

website doesn’t offer file downloads, I might decide to turn this event off
(though there is no harm in leaving it on).

■ Some of the events may not work on your website, and may require a
custom solution. E.g.

■ The video tracking automatically tracks YouTube videos on your

site, but won’t work for other video providers.

■ I have file downloads on my website, but they are an uncommon

file type which isn’t recognised by the file_download event.

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Automatically collected events - optional

Event Automatically triggered... Parameters

scroll the first time a user reaches the bottom of each page (i.e., when a 90% vertical depth becomes visible)

The event populates the Percent scrolled dimension.

click each time a user clicks a link that leads away from the current domain. link_classes, link_domain, link_id,
link_url, outbound (boolean)
By default, outbound click events will occur for all links leading away from the current domain. Links to
domains configured for cross-domain measurement will not trigger outbound click events.

view_search_results each time a user is presented with a search results page, as indicated by the presence of a URL query page_location (page URL),
parameter. By default, the event is triggered based on the presence of one of the following 5 query page_referrer (previous page URL),
parameters in the URL: engagement_time_msec

● q
● s
● search
● query
● keyword

You can optionally configure this event to look for other URL query parameters. The search_term
parameter populates the Search term dimension.

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Automatically collected events - optional

Event Automatically triggered... Parameters

video_start For embedded videos that have JS API support enabled, the following events are triggered: video_current_time, video_duration,
video_percent, video_provider,
video_start: when the video starts playing video_title, video_url, visible
(boolean)
video_progress video_progress: when the video progresses past 10%, 25%, 50%, and 75% duration time

video_complete: when the video ends

video_complete

file_download when a user clicks a link leading to a file (with a common file extension) of the following types: file_extension, file_name,
link_classes, link_domain, link_id,
● document link_text, link_url
● text
● executable
● presentation
● compressed file
● video
● audio

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Automatically collected events - optional

Event Automatically triggered... Parameters

form_start 'form_start': the first time a user interacts with a form in a session form_start

'form_submit': when the user submits a form ● form_id: HTML id attribute of the <form> DOM
element
form_submit You can use these two events to see how many users started to fill out a form and ● form_name: HTML name attribute of the <form>
compare the information to users who submitted the form. DOM element
● form_destination: URL to which the form is being
Note: You can only use the parameters in your reports if you create Custom
submitted
Dimensions for them.
form_submit

● form_id: HTML id attribute of the <form> DOM

element
● form_name: HTML name attribute of the <form>
DOM element
● form_destination: URL to which the form is being
submitted
● form_submit_text: text of the submit button, if
present

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Recommended events

Recommended events are

implemented yourself (typically via
GTM), but Google provides
documentation of recommended
naming conventions for you to follow.

More reading here.

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Custom events

Custom events are for everything else

you want to track, and are bespoke to
your own site/app.

Because everyone’s site/app will be

built differently, and have different
reporting requirements, there is no
“one size fits all” approach to event
tracking.

Custom events are again typically

configured in GTM.

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 What events are
on my site?
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How can I see what events are on my site?

Admin → Events → Adjust date range

Adjust date range

→

These are again typically configured in

GTM.

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How can I see what events are on my site?

Admin → Events → Adjust date range

These are again typically configured in

GTM.

Have any events dropped off? This may point to

an implementation problem, requiring a GTM
fix.

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How can I see what events are on my site?

Admin → Events → Adjust date range

These are again typically configured in

GTM.

Toggle to mark an event as a

conversion (replaces goals in UA).

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What are conversions for?

Conversions flag the most important

behaviours on our website.

With conversions we can:

■ Easily see these actions in reports

■ Use them for Google Ads campaign

optimisation and reporting

■ Use attribution modelling to

understand the marketing touch points
along a user's path to conversion.

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Back to our events list

You might notice these only show the event name - what if we need to bring in a
parameter too?

These are again typically configured in

GTM.

E.g. I can report at a high level on

total button_click events, but what if I
want to report on clicks to a specific
button? I would need to use event
parameters to isolate the specific
button.

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The same is true in the reports workspace

We can filter on event name or conversion name, but we can’t bring in event
parameters here.
E.g. I can filter on event name = file_download, but I am
unable to bring in event parameters of file_extension,
→ file_name, etc. If I have multiple files for download on
one page, I can’t differentiate between the individual
file.
These are again typically configured in
GTM.

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 Custom
Dimensions
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Building a Custom Dimension from an event parameter

Creating a Custom Dimension from an event parameter will allow us to bring it

into the reports workspace (and Looker Studio!).

Be aware:

■ Custom dimensions are not retroactive - they will only start populating data from the day they
were created.

■ You have a limited number of event scoped Custom Dimension slots - use them wisely (50 for
free tier, 125 for 360 properties, more info here).

■ It’s recommended not to create high-cardinality Custom Dimensions. These refer to

dimensions that have a high volume of unique values - e.g. a unique user ID, unique session
ID, or timestamps. These may generate more unique values in your report than the user
interface can handle, and and cause data to aggregate under the (other) row.

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Building a Custom Dimension from an event parameter

Admin → Custom Definitions → Create Custom Dimensions

These are again typically configured in

GTM.
E.g. I can filter on event name = file_download, but I am
unable to bring in event parameters of file_extension,
file_name, etc. If I have multiple files for download on
one page, I can’t differentiate between the individual
file.

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Building a Custom Dimension from an event parameter

Admin → Custom Dimensions → Create Custom Dimensions

These are again typically configured in

GTM.

Here’s one I created earlier, built off the file_name

event parameter

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Once data is populating, I can use it to build reports

E.g. Below I have set the dimension as my new Custom Dimension, file_name, and
filtered descending on file_downlod.

These are again typically configured in

GTM.

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 Creating Events in
the User Interface
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Another method to use event parameters

What if I want to take an existing event, and make a refined variation of it for
ease of reporting.

E.g. A dedicated event for specific file downloads (file_name parameter contains
“annual_report”) = annual_report_download event

E.g. When a video is played on a page containing /tutorials

E.g. When an outbound link is clicked to our job application portal

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We can create these from within the GA4 user interface

Back to Admin → Events → Create Event → Choose relevant data stream

These are again typically configured in

GTM.

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We can create these from within the GA4 user interface

Back to Admin → Events → Create Event → Choose relevant data stream

These are again typically configured in

I’m assuming that for all pages
GTM.
on my site containing /careers
with a file_download event is a
job description event.

If there are multiple types of

files for download on these
pages that aren’t job
descriptions, I should refine
the configuration further by
adding extra conditions - e.g.
add a file_name rule.

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Once data starts collecting, the event will appear in the list
on this page
Once it appears here, I can toggle the ‘Mark as conversion’ option on if I wish.

These are again typically configured in

GTM.

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What if I want to set it as a conversion immediately?

Admin → Conversions → New Conversion Event

These are again typically configured in

GTM.

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What if I want to set it as a conversion immediately?

Use the exact same name and hit save. Your conversion is ready to collect data, and
will be available in reports as data populates.

These are again typically configured in

I recommend copy and pasting
GTM. the event name from prior, to
reduce risk of typos.

If the name doesn’t match

exactly, nothing will pick up!

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A limitation of this method

Creating events in the user interface assumes the event data is already populating, and
you just want to create a new, refined version of the existing event for ease of reporting.

E.g. I’m already tracking file downloads (with file name as an event parameter), and just
want to create a dedicated event for one specific important file, so I can more easily
report on it.

If the base event data you need to refine isn’t populating in GA4, you will need to set up
this tracking first (e.g. via GTM).

E.g. I want to create an specific event when someone clicks a button with the word “login”,
but if there is no button tracking set up on my site, I need to do this first. It will likely
require developer effort.
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 How do I know my
new event is
working?
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Go to Reports → Real Time → Find the Event Count section

These are again typically configured in

GTM.

At the bottom left. This section

lists the event firing on your
site in real time, by name.

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In another tab…

…open your website and enact the →

behaviour on your site which should
trigger the event. These are again typically configured in
GTM.
Hopefully, back in your Real-Time report you
will see the event listed. You may need to
navigate through the pages to find it.

P.S. If you are using a work

computer/network to test your site, and you
have internal IPs filtered out of your GA4
property, you test data may not appear! If so,
try testing on mobile/using a VPN.

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 What if it isn’t
working?
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Check you used the right parameter values

Refer back to our Deep Dive into GA4 Reporting & Visualisations session for
exercises where we use the Explore workspace to review event name + parameter
values.

The Exploration workspace is can be useful for checking and validating you are using
the correct parameter/event values. Note that to use the parameter in the Exploration
workspace, you will need to have created it as a Custom Dimension, and given it
time to populate data first.

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E.g. Link url parameter values starting with mailto: for the
click event

Let’s say I wanted to create a click_email conversion event on my site.

I can use this to validate that I am using the correct values. I can see
here that by filtering on event name exactly matches click, and link url
begins with mailto: it is giving me the intended result.

If I were to now replicate these settings when I create an event, I can be

reasonable confident it will work - but always test just in case.

© 2023 Jellyfish Training

 What if I still can’t
find the right
values?
© 2023 Jellyfish Training
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Option 1. Requires
installation of browser
extension.

■ DataSlayer browser extension:

■ Chrome.
■ Firefox.

■ YouTube video on installing and

using here.

■ Once installed, open with:

■ Ctrl + shift+ i.
■ Or right click → inspect.

© 2023 Jellyfish Training

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Option 2. GTM preview mode

■ If you are using Google Tag Manager (GTM) on your site, this comes with a
preview mode that you can use to test and debug events, without having to
install a browser extension.

■ Using GTM also has its own security considerations and learning curve. We
have a GTM overview session coming up on 28th July.

© 2023 Jellyfish Training

 I’ve set up my
new event - how
can I report on it?
© 2023 Jellyfish Training
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Reports workspace use cases

Set up custom reports to see:

■ How often our event fired overall

■ What pages our event fired on

■ How many times an event fired, broken down by traffic source

■ How many users from a specific marketing campaign triggered an event

■ What device type was being used when the event fired

■ And more..

Refer back to Setting up Your report Library deck, and for more examples of campaign
tracking, come to the Campaign (UTM) Tracking session on 18th August.

© 2023 Jellyfish Training

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Explore workspace use cases

Set up explorations to create:

■ Behaviours funnels, using your custom

events as steps in a funnel.

■ Segment overlap exercises, to see if

sessions with your event were likely to also
complete other key behaviours within the
same session.

Refer back to Deep Dive GA4 & Visualisations

deck.

© 2023 Jellyfish Training

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If using Looker Studio

■ Events and Custom Dimensions will

be available to use in Looker
Studio, once data has started
populating for them.

Want to learn more about Looker Studio?

Come to our Migrating UA Looker
Studio Reports to GA4 session on 14th
June.

© 2023 Jellyfish Training

 “Something I want to
understand about events in
GA4 is...”

© 2023 Jellyfish Training

 Upcoming
Training
© 2023 Jellyfish Training
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Upcoming Sessions

■ Some reruns, plus new content.

10 MAY 19 MAY 31 MAY 14 JUNE 28 JULY 18 AUGUST

Setting up Deep Dive Event Migrating UA Overview of Campaign

your GA4 GA4 & Tracking: Looker Studio Google Tag (UTM)
Reporting Visualisations Testing and Reports to Manager tracking
Library Debugging GA4 (GTM)
How to set up your own Advanced techniques Understanding event Looker functionality A non technical For users who want to
GA4 reporting library, including funnels, path tracking and testing has changed with GA4 breakdown of of what understand web
based on common analysis and will allow you to QA data connection. We’ll it is, why it is useful, campaign performance
government reporting segmentation. your own data and cover navigating these and how it can be used using GA4 data.
requirements. better identify and changes, and best to enrich GA data.
resolve data quality practice advice in
issues. working with GA4 data
in Looker.
© 2023 Jellyfish Training
 Training Survey
© 2023 Jellyfish Training
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Training Survey

■ I have created a short survey and

would appreciate any feedback.

■ This will help inform future

training sessions for 2023.

© 2023 Jellyfish Training

 Ash Zielke, Senior Analytics &
Optimization Manager
Ashleigh.Zielke@Jellyfish.com

Thanks
I hope you enjoyed today’s training!
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